Within Recent Results
How LEGO grew while toys slowed
LEGO's 2023 and 2024 results show how a company can grow faster than its market when demand is under pressure.
On this page
- What the toy market was doing in 2023 and 2024
- How LEGO's consumer sales outpaced the category
- What market share gains do and do not prove
Page outline Jump by section
Introduction
LEGO’s performance in 2023 and 2024 is one of the clearest pieces of evidence that the company can strengthen its position during industry stress rather than merely endure it. The global toy market weakened after the pandemic-era boom, with consumers becoming more cautious and retailers reducing inventories. Yet LEGO increased consumer sales, expanded market share and outperformed major competitors in both years. The significance for an antifragility analysis is not simply that LEGO remained profitable. It is that adverse market conditions appear to have widened the gap between LEGO and much of the rest of the industry, allowing the company to emerge with a larger share of a smaller market. [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the… [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the…
What the toy market was doing in 2023 and 2024
The backdrop to LEGO’s results was unusually difficult for toy manufacturers. After several years of pandemic-related demand, the industry entered a correction phase. According to LEGO’s 2023 reporting, the global toy market declined by 7% during the year. Circana’s global tracking data also showed a broader post-pandemic normalisation, with worldwide toy sales down around 2% in 2023. [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the…
The pressure continued into 2024. Circana reported that toy sales across twelve major global markets fell by 0.6%, while LEGO described the overall toy market as down about 1% for the year. The market was no longer collapsing as it had in 2023, but demand remained weak enough that many manufacturers struggled to return to growth. Circana [Toy Foundation]toyfoundation.orgToy Foundation Circana: U.S2024 Toy Sales Remain Flat, Moving from '…Global toy industry sales also remained flat from January through December 2024, declining b…
Several factors contributed to this environment:
- Consumers faced inflation and higher living costs, reducing discretionary spending.
- Retailers became more cautious about inventory after overstocking during earlier periods.
- Demographic pressures, including lower birth rates in some regions, limited growth in traditional children’s toy categories.
- Competition from digital entertainment continued to absorb attention and spending. [The Wall Street Journal]wsj.comThe Danish toy giant's Harry Potter-themed sets and the Fortnite video game contributed significantly to its strong performance, particul… [The Guardian]theguardian.comsquishmallows uk toy sales games action figuresParents opted for fewer and cheaper toys, with the standout success being Squishmallows, a £9 cuddly toy. Despite selling 12.5 million fe…
In such conditions, merely maintaining sales would have represented resilience. Growing faster than the market required something more.
How LEGO’s consumer sales outpaced the category
In 2023, LEGO reported consumer sales growth of 4% while the global toy market declined 7%. Revenue increased 2% to DKK 65.9 billion despite what the company described as the most challenging toy market in more than fifteen years. The result was significant market-share growth, especially in the United States. [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the… [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the…
The pattern became even more pronounced in 2024. Consumer sales increased 12% while the toy market declined roughly 1%. Revenue rose 13% to DKK 74.3 billion, and LEGO reported significant additional market-share gains. [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the… [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the…
A simple comparison illustrates the divergence:
Measure20232024LEGO consumer sales growth%%Toy market growth-7%Approximately -1%Relative performance gap11 percentage points13 percentage points
These figures suggest that LEGO was not merely benefiting from a recovering market. It was taking demand away from alternative toy purchases. [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the…
Why LEGO was positioned to capture share
Several mechanisms appear to explain why LEGO gained share while overall demand weakened.
A broad portfolio reduced dependence on any single trend
LEGO entered the downturn with a product range spanning preschool children, traditional play themes, licensed franchises and adult collectors. Successful themes included long-running brands such as Star Wars and Harry Potter, while newer partnerships such as Fortnite expanded the company’s reach. Weakness in one segment could therefore be offset by strength elsewhere. [The Wall Street Journal]wsj.comThe Danish toy giant's Harry Potter-themed sets and the Fortnite video game contributed significantly to its strong performance, particul…
This mattered because downturns rarely affect all consumer groups equally. LEGO was able to draw demand from families, enthusiasts and adult hobbyists at the same time.
LEGO benefited from the strongest category in toys
One of the most important structural advantages was category exposure. Circana’s data shows that building sets were the best-performing major toy category in 2024, growing 14% globally while much of the industry remained flat or declining. Building sets had also been one of the strongest categories during the broader market slowdown. Circana [The Toy Association]toyassociation.orgThe Toy Association Circana: U.S2024 Toy Sales Remain Flat, Moving from '…30 Jan 2025 — Building sets grew for the fifth consecutive year and captured the top spot in…
Because LEGO dominates the building-set segment, it was positioned inside the industry’s strongest area rather than fighting against category trends. This does not fully explain its success, but it gave the company a favourable starting point.
Adult consumers became increasingly important
Industry research increasingly highlights the growth of “kidult” consumers—teenagers and adults purchasing toys for themselves. LEGO has invested heavily in sophisticated sets aimed at builders over 18, including display models linked to entertainment, architecture, vehicles and popular culture. [Business Insider]businessinsider.comparents bought fewer toys except lego millennials plastic clutter 2024 3Key products included collaborations with "Fortnite," "Star Wars," and "Harry Potter," with a growing focus on the adult market. Lego's r… [Le Monde.fr]lemonde.frAccording to market research firm Circana, total toy market value rose by 9% year-to-date, with toy sales to those over 12 increasing by…
This broadens the company’s addressable market beyond children. During periods when birth rates or family spending are under pressure, access to adult consumers can provide an additional source of demand that many traditional toy companies lack.
Direct relationships with consumers strengthened demand
LEGO continued expanding its branded retail stores and digital channels while investing in programmes such as LEGO Insiders. In 2023 alone, the company opened 147 new branded stores globally. A larger direct-to-consumer presence gives LEGO more control over merchandising, customer data and brand presentation than companies that depend primarily on third-party retailers. [The Wall Street Journal]wsj.comThe Danish toy giant's Harry Potter-themed sets and the Fortnite video game contributed significantly to its strong performance, particul…
From an antifragility perspective, this matters because retailers often become more selective during downturns. Strong direct channels reduce dependence on those external decisions.
What market-share gains do and do not prove
The market-share gains of 2023 and 2024 are strong evidence that LEGO’s business model can benefit relative to competitors when industry conditions deteriorate. In both years, the company expanded consumer sales while the overall market contracted. That is consistent with a business becoming stronger under pressure rather than merely surviving it. [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the…
However, the evidence has limits.
First, market-share gains do not mean LEGO was unaffected by the downturn. In 2023, operating profit and net profit declined as the company continued investing in manufacturing capacity, digital initiatives and sustainability programmes. China also remained a weak market. Spielwarenmesse [The Times]thetimes.comLego spreads its wings to build on lead in toy market11 Mar 2025 — Global demand for toys declined by 1 per cent last year, Lego estimate…
Second, some of LEGO’s success reflected favourable positioning within the building-sets category, which itself was outperforming much of the toy industry. Market-share growth therefore reflects both company-specific strengths and category-level advantages. [Circana]circana.comCircanaGlobal Toy Sales Stabilize in 202430 Jan 2025 — Sales declined by 0.6% in 2024, versus 2023, according to Circana's Retail Trackin…
Third, gaining share in a shrinking market does not guarantee future growth. A company can outperform rivals temporarily without creating durable advantages. The more important question is whether the capabilities that produced these gains—brand strength, diversified demand, direct consumer relationships and sustained investment—continue to compound over time.
For the antifragility argument, the key takeaway is narrower but more defensible: when the toy market weakened in 2023 and remained soft in 2024, LEGO did not simply resist the shock. It increased its share of industry demand, suggesting that difficult conditions exposed and reinforced competitive strengths that were less visible during boom periods. [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the… [LEGO Store]lego.comlego delivered topline growth and outpaced market in 2023LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the…
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Endnotes
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Source: lego.com
Title: lego delivered topline growth and outpaced market in 2023
Link: https://www.lego.com/en-us/aboutus/news/2024/march/lego-delivered-topline-growth-and-outpaced-market-in-2023Source snippet
LEGO StoreLEGO delivered topline growth and outpaced market in 202312 Mar 2024 — The LEGO Group delivered topline growth and outpaced the...
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Source: lego.com
Title: FINAL Annual Report 2023
Link: https://www.lego.com/cdn/cs/aboutus/assets/blt7e9167f47da173a6/FINAL_Annual_Report_2023.pdfSource snippet
LEGO StoreAnnual Report12 Mar 2024 — Consumer sales and market share. The LEGO Group operates in the global toy market, which declined se...
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Source: lego.com
Link: https://www.lego.com/en-us/aboutus/news/2025/march/lego-group-delivers-record-results-in-2024Source snippet
LEGO StoreLEGO Group delivers record results in 2024 - About Us11 Mar 2025 — Consumer sales increased by 12 percent, growing significantl...
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Source: circana.com
Link: https://www.circana.com/post/global-toy-sales-stabilize-in-2024-collectibles-fan-favorites-and-smart-spending-shape-the-marketSource snippet
CircanaGlobal Toy Sales Stabilize in 202430 Jan 2025 — Sales declined by 0.6% in 2024, versus 2023, according to Circana's Retail Trackin...
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Source: lego.com
Title: the LEGO Group Annual Report 2024
Link: https://www.lego.com/cdn/cs/aboutus/assets/blt1cdf90a38318ef56/the_LEGO_Group_Annual_Report_2024.pdfSource snippet
LEGO StoreAnnual Report10 Mar 2025 — In 2024, the LEGO Group grew its consumer sales* by 12 percent during... global toy industry, which...
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Source: circana.com
Link: https://www.circana.com/post/circana-reports-on-first-half-2024-global-toy-industry-retail-salesSource snippet
CircanaCircana Reports on First Half 2024 Global Toy Industry...12 Aug 2024 — Across the G12, dollar sales declined by 1% from January t...
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Source: spielwarenmesse.de
Title: lego annual report 2023 slightly falling profits with rising sales
Link: https://www.spielwarenmesse.de/en/mag/toy-market-news/lego-annual-report-2023-slightly-falling-profits-with-rising-sales/Source snippet
SpielwarenmesseLego annual report 2023: Slightly falling profits with rising...In detail, revenue increased as expected by 2 per cent to...
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Source: lego.com
Link: https://www.lego.com/en-usSource snippet
ick sets and find the perfect gift for your kid...
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Source: lego.com
Title: The LEGO Group delivers double digit growth in H1 2024
Link: https://www.lego.com/en-us/aboutus/news/2024/august/The-LEGO-Group-delivers-double-digit-growth-in-H1-2024Source snippet
The LEGO Group delivers double-digit growth in H1 202428 Aug 2024 — Consumer sales grew 14 percent, significantly outperforming the toy i...
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Source: lego.com
Title: lego group delivers record results in 2024
Link: https://www.lego.com/zh-cn/aboutus/news/2025/march/lego-group-delivers-record-results-in-2024Source snippet
About Us11 Mar 2025 — Revenue grew 13 percent to DKK 74.3 billion driven by strong demand in the Americas, Europe, and Middle Eastern mar...
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Link: https://www.circana.com/post/u-s-toy-industry-shows-a-softening-decline-in-early-2024-thanks-to-the-adults-circana-reportsSource snippet
Toy Industry Shows a Softening Decline in Early 2024...6 Jun 2024 — Toy industry dollar sales declined by 1% through April, versus the...
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Source: circana.com
Title: u s toy industry returns to growth in 2025 circana reports
Link: https://www.circana.com/post/u-s-toy-industry-returns-to-growth-in-2025-circana-reportsSource snippet
US Toy Industry Returns to Growth in 2025, Circana ReportsFeb 3, 2026 — Total annual dollar sales grew by%, as average selling price (ASP...
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Source: circana.com
Link: https://www.circana.com/industries/toysSource snippet
Toy Industry Analytics & Consumer InsightsThe top three leaders are Games/Puzzles (.4% sales growth), Plush (-1.9% decline), and Building...
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Source: circana.com
Title: By. Circana
Link: https://www.circana.com/post/global-toy-industry-rebounds-in-2025-as-sales-rise-7-fueled-by-pop-culture-collectibles-and-kiduSource snippet
Collectible Figures: 2025 Toy Trend Driving [Kidult Demand]({{ 'kidult-demand/' | relative_url }})...Jan 27, 2026 — Global Toy Industry Rebounds in 2025 as Sales Rise 7%, Fueled...
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Source: circana.com
Link: https://www.circana.com/post/global-toy-market-experiences-a-strong-rebound-in-the-first-half-of-2025-with-all-markets-growingSource snippet
Global Toy Market Size 2025 – Strong Rebound in H1 2025Aug 8, 2025 — Across the G12, dollar sales increased by 7% from January through Ju...
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Source: spielwarenmesse.de
Title: global toy sales stabilize in 2024
Link: https://www.spielwarenmesse.de/en/mag/toy-market-news/global-toy-sales-stabilize-in-2024/Source snippet
Building sets grew for the fifth consecutive year and captured the top spot in terms of both sales and growth, up 14%. Explorative and ot...
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Source: spielwarenmesse.de
Link: https://www.spielwarenmesse.de/en/mag/toy-market-news/the-lego-group-delivers-record-top-and-bottom-line-results-in-2024/Source snippet
The LEGO Group delivers record top- and bottom-line...Consumer sales increased by 12 percent, growing significantly ahead of the toy mar...
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Source: spielwarenmesse.de
Title: circana us toy market in growth period
Link: https://www.spielwarenmesse.de/en/mag/toy-market-news/circana-us-toy-market-in-growth-period/Source snippet
Circana: US toy market in growth periodCircana's data shows growth drivers in 2025 include Games & Puzzles and Licensed Toys, as adult sa...
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Source: austoy.com.au
Title: Circana Annual 2023 Global Toy Report for ATA Members
Link: https://austoy.com.au/wp-content/uploads/2024/08/Circana-Annual-2023-Global-Toy-Report-for-ATA-Members.pdfSource snippet
The Global Toy ReportThe market declined -2% globally in 2023 as sales 'normalized' after exceptional growth linked to the pandemic. Sour...
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Source: toyfoundation.org
Title: Toy Foundation Circana: U.S
Link: https://toyfoundation.org/ttf/PressRoom2/News/2025_News/circana-us-2024-toy-sales-remain-flat-moving-from-correction-to-consistency.aspxSource snippet
2024 Toy Sales Remain Flat, Moving from '...Global toy industry sales also remained flat from January through December 2024, declining b...
Published: December 2024
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Link: https://www.wsj.com/business/retail/lego-builds-market-share-as-ever-popular-toy-bricks-defy-demand-drop-31af4249Source snippet
The Danish toy giant's Harry Potter-themed sets and the Fortnite video game contributed significantly to its strong performance, particul...
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Source: theguardian.com
Title: squishmallows uk toy sales games action figures
Link: https://www.theguardian.com/business/2024/jan/23/squishmallows-uk-toy-sales-games-action-figuresSource snippet
Parents opted for fewer and cheaper toys, with the standout success being Squishmallows, a £9 cuddly toy. Despite selling 12.5 million fe...
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Source: thetimes.co.uk
Link: https://www.thetimes.co.uk/article/lego-profits-hit-by-negative-toy-market-59sxdf2jpSource snippet
The company reported a 2 per cent increase in annual revenues to DKr65.9 billion (£7.55 billion), but net profits fell by 5 per cent to D...
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Source: businessinsider.com
Title: parents bought fewer toys except lego millennials plastic clutter 2024 3
Link: https://www.businessinsider.com/parents-bought-fewer-toys-except-lego-millennials-plastic-clutter-2024-3Source snippet
Key products included collaborations with "Fortnite," "Star Wars," and "Harry Potter," with a growing focus on the adult market. Lego's r...
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Source: toyassociation.org
Title: The Toy Association Circana: U.S
Link: https://www.toyassociation.org/ta/PressRoom2/News/2025_News/circana-us-2024-toy-sales-remain-flat-moving-from-correction-to-consistency.aspxSource snippet
2024 Toy Sales Remain Flat, Moving from '...30 Jan 2025 — Building sets grew for the fifth consecutive year and captured the top spot in...
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Source: lemonde.fr
Link: https://www.lemonde.fr/en/economy/article/2025/12/15/purchases-by-adults-boost-toy-sales-as-falling-birth-rates-put-pressure-on-the-industry_6748496_19.htmlSource snippet
According to market research firm Circana, total toy market value rose by 9% year-to-date, with toy sales to those over 12 increasing by...
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Source: licenseglobal.com
Link: https://www.licenseglobal.com/toys-games/circana-reports-global-toy-sales-stabilized-in-2024Source snippet
Circana Reports Global Toy Sales Stabilized in 2024Building sets grew for the fifth consecutive year, securing the top position in both s...
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Source: licenseglobal.com
Title: circana reports on first half 2024 global toy industry retail sales
Link: https://www.licenseglobal.com/trends-insights/circana-reports-on-first-half-2024-global-toy-industry-retail-salesSource snippet
Circana Shares 2024 Global Toy Industry Retail Sales Report13 Aug 2024 — Building sets continue as the main driver behind the industry pe...
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Source: toysnplaythings.media
Link: https://www.toysnplaythings.media/circana-uk-toy-market-up-8-in-first-half-of-2025/Source snippet
Circana: UK toy market up 8% in first half of 202512 Aug 2025 — Licensed toy sales grew by 17% globally and now account for 35% of all gl...
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Source: toyassociation.org
Title: Circana: U.S
Link: https://www.toyassociation.org/ta/PressRoom2/News/2024_News/circana-us-toy-sales-decline-1-percent-in-q1-still-38-percent-above-pre-pandemic%20levels.aspxSource snippet
Toy Sales Decline 1 Percent in Q1, Still 38%...6 Jun 2024 — U.S. toy industry sales declined 1 percent from January through April 2024...
Published: April 2024
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Source: linkedin.com
Link: https://www.linkedin.com/posts/mark-austin-4726b865_circana-reports-that-global-toy-sales-have-activity-7228679668701241345-xnP5Source snippet
Circana reports that global toy sales have stabilised | Mark...12 Aug 2024 — Across the G12, dollar sales declined by 1% from January to...
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Source: thetimes.com
Link: https://www.thetimes.com/business/companies-markets/article/lego-spreads-its-wings-to-build-on-lead-in-toy-market-km25jmwb8?gaa_at=eafs&gaa_n=AWEtsqeGOsG9NMCDK7YOP5qxv8j-qF7DLAkxiEcQib31AFf7OQT0NfhabOjf&gaa_sig=9AxG7Apw_N_JM2AweK3lLzjxXLIMhhekqRT4kdEw-l54eMITXkNWIfvtG1rMyvjZZOE_xwQKfDjKEnKNXWjzSw%3D%3D&gaa_ts=69af5fd3Source snippet
Lego spreads its wings to build on lead in toy market11 Mar 2025 — Global demand for toys declined by 1 per cent last year, Lego estimate...
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Source: toybook.com
Title: circana global toy sales 2024
Link: https://toybook.com/circana-global-toy-sales-2024/Source snippet
Among the gains were a 14% growth for building sets for the fifth...Read more...
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Source: toyfairny.com
Link: https://toyfairny.com/tf/PressRoom2/News/2024_News/circana-reports-first-half-2024-toy-industry-performance-in-us-and-globally.aspxSource snippet
Circana Reports First Half 2024 Toy Industry Performance...12 Aug 2024 — Global Global toy industry sales declined 1 percent from Januar...
Additional References
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Source: regnskaber.cvrapi.dk
Link: https://regnskaber.cvrapi.dk/xhtml/91526545/amNsb3VkczovLzAzL2M4LzViL2ZmLzM5L2VlY2MtNDIyMC05MDRlLTJhYTFlZTIzNjJmMA.pdfSource snippet
ReportDespite this, the LEGO Group continued to grow. We significantly outpaced the market and grew market share. We finished the year st...
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Link: https://www.linkedin.com/posts/ryan-shay_tremendous-news-today-the-lego-group-issued-activity-7305216922671853568-3xHASource snippet
Ryan Shay's Post11 Mar 2025 — Today, the LEGO Group issued its annual results for 2024... 12 percent, growing significantly ahead of the...
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Source: jaysbrickblog.com
Link: https://jaysbrickblog.com/news/the-lego-group-posts-stellar-2024-financial-results-with-record-revenue-and-profits/Source snippet
The LEGO Group posts stellar 2024 financial results with...11 Mar 2025 — Revenue grew 13 percent to DKK 74.3 billion, driven by strong d...
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Title: exciting news from all of us at the lego group were thrilled to share our recor
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LEGO Careers11 Mar 2025 — Exciting news from all of us at the LEGO Group! We're thrilled to share our record annual results for 2024 With...
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Title: cnbc lego keeps beating the toy industry its activity 7437502307153625089 NNRh
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Lego Reports 12% Revenue Jump in FY 2025Lego on Tuesday reported a 12% jump in revenue for fiscal year 2025 and reported consumer sales t...
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Title: lego group the lego group fy 2024 results activity 7305136564492247040 NYuV
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The LEGO Group FY 2024 results... revenue and operating profit, we outpaced the toy market and gained significant market share. Our CEO N...
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* Market share grew significantly with the LEGO Group consistently outpacing a slightly declining toy...Read more...
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Link: https://toybook.com/the-lego-group-2024-earnings/Source snippet
The LEGO Group Dominates Earnings Season, Brick by Brick12 Mar 2025 — The company says revenue grew 13% to DKK 74.3 billion or $10.8 bill...
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LEGO achieves continued growth and record revenue in...27 Aug 2025 — Consumer sales increased 13%, driven by a broad and innovative port...
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LEGO's first half of 2023 financial performance slows down...30 Aug 2023 — Revenue was DKK 27.4 billion, a growth of one percent compare...
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